Positioning
                              Positioning
         Your brand position 
         Your brand position 
           in the mind of                  Create the essence 
           in the mind of                  Create the essence 
          target audiences
          target audiences
   Brands position(ing)
    A brand’s position represents the brand’s 
     place in the market. 
    It comes from developing the product or 
     service image so that it occupies a distinct 
     and valued place in the mind of the 
     customer. 
    The positioning will present a distinct 
     proposition to the market that is in line with 
     the brand’s values and the needs and desires 
     of the customer.
    (Davis, 2009:49)
    positioning
     Positioning bukanlah 
      Strategi produk, tetapi 
      STRATEGI KOMUNIKASI 
      yang berhubungan 
      dengan bagaimana target 
      marketMENEMPATKAN 
      PRODUK ANDA  DIDALAM 
      OTAKNYA,sehingga target 
      market memiliki 
      PENILAIAN TERTENTU DAN 
      MENGIDENTIFIKASIKAN 
      DIRINYA dengan produk 
      tersebut.                http://www.marketing91.com/differen
                               ce-segmentation-targeting-
                               positioning/
   Brand Position(ing)
    Brand positioning is about understanding what 
     your target markets think of your destination 
     and ensuring you occupy the most 
     positive position in their perception 
     compared to your competitors.
     It is also about ensuring that they understand 
     what your destination stands for, what its 
     strengths are and where it outstrips its 
     competitors. 
    (WTO, 2010)
   Model dasar 
   Positioning 
     points of differences
     points of differences
     • attribute or benefits consumer 
      strongly associate with a brand 
      and believe they could not find 
      the same positive benefits with 
      the brands 
     • ex -> fedex – guaranteed 
      overnight ;  
     points of parity
     points of parity
     • association that are not 
      necessarily unique to the brand 
      but may be considered essential 
      to be a legitimate offering within 
      certain product or services 
      category 
     • ex : commercial  bank – atm, 
      online banking
   (kotler and lee , 2008)